Lifetime Unveils Breast-Cancer Effort

Lifetime Television announced its eighth annual 'Stop Breast Cancer for Life'
public-service campaign Thursday, due in October.

The network has signed Ford Motor Co., General Mills Inc., Johnson &
Johnson, Nestlé USA and Sears, Roebuck & Co. as national sponsors supporting
the monthlong effort.

In addition, Lifetime is partnering with scores of affiliates at the local

The systems will be running customizable, taggable public-service
announcements, as well as tune-in and sweepstakes spots tied to the network's
third annual Women Rock! Girls & Guitars concert. That primetime
special is slated for Oct. 25 at 10 p.m.

Lifetime also plans extensive on-air and online content focused on that
health topic.

Its other on-air programming will include Fightingfor Our
, an Oct. 10 documentary about several young women with breast cancer;
specially themed episodes of its series Strong Medicine and For the
,due Oct. 13; new Oct. 7 and 14 Intimate Portrait
specials of actresses Marg Helgenberger and Rosanna Arquette, whose mothers
battled breast cancer; and segments of talk/magazine shows Lifetime Now
and Speaking of Women's Health Oct. 19 and 26,